Apple grew much larger only after Steve Jobs began filtering his message through the lens of story. Transformation in his think ing happened after working with (and partially creating) the genius storytelling factory that is Pixar. When Jobs came back to Apple after being surrounded by professional storytellers, he realized story was everything.
Just think about the incredible transformation that took place in Steve's life and career after Pixar. In 1983, Apple launched their computer Lisa, the last project Jobs worked on before he was let go. Jobs released Lisa with a nine-page ad in the New York Times spelling out the computer's technical features. It was nine pages of geek talk nobody outside NASA was interested in. The computer bombed.
When Jobs returned to the company after running Pixar, Apple became customer-centric, compelling, and clear in their communication. The first campaign he released went from nine pages in the New York Times to just two words on billboards all over America: Think Different.
This tidbit is from the book Building A StoryBrand by Donald Miller and HarperCollins Leadership